Optimizing Customer Engagement In A Healthcare Regulatory World

You have the content strategy & governance in place. Senior Management, Regulatory and Legal have bought into the plan. However, Doctors receive endless hard copy brochures, most of which are tossed.
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You have the content strategy & governance in place. Senior Management, Regulatory and Legal have bought into the plan. However, Doctors receive endless hard copy brochures, most of which are tossed. They are inundated with email blasts & requests to meet at conventions, it is all information overload. Marketing is skeptical and the sales organization views it as another ‘Sales Prevention’ barrier. Every month there is another report of a company being fined record amounts for off-label promotion. How does this happen when sales representatives take compliance training for approved product promotion? How does a sales representative succeed without crossing the regulatory threshold? This session offers recommendations for how the Content Strategy Team can partner with the Commercial Teams to empower the field sales organization to customize approved materials to engage customers through a customer relationship system and mobile delivery.

3.
How does this happen?
• Medical doctors can discuss off-label use
• If they do so at a sponsored event- sponsor is liable
• Symposium at conventions
• Dinners with invited HCP’s
• Ideal is an ‘arms length’ CME event
• Problematic Sales Tactics
• Trade journal discussions
• Discussing who is using product off-label
• Blog references
• Excessive payments for speaking engagements

4.
Sunshine Laws- March 31,
2013
All medical manufacturers and providers report the payments
or transfers of value that they made to covered recipients
• Consulting fees, compensation for non-consulting services,
honoraria, gifts, entertainment, food, travel, education,
research, charitable contributions, royalties or licenses,
current or prospective ownership or investment interests,
direct compensation for serving as faculty or as a speaker for
a medical education program, and grants.
• Excluded
• Payments under $10, unless the aggregate amount paid to a
covered recipient exceeds $100 per year;
• Product samples and educational materials for the benefit of
patients;
• Loan of a covered device for a trial period under 90 days

5.
Value to the Practioner?
Unless the sales rep is providing value- HCP is too busy
meeting Patient treatment standards
• Hospitals require reps to check in on arrival
• No more than 3 visits on the same subject
• HCP can indicate- no visits
• Medical Marketing provides peer review reprints as well as
approved white papers
So what does the sales force do going forward?
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6.
Current Marketing Practice
Outbound Marketing
• Push out promotions into community- email blasts,
brochures, dinner meetings, and symposium sessions at
conventions.
• Create awareness about the device
• Features and benefits
• Demonstrate why the device deserve the customers attention
but If not increasing the Dr’s effectiveness or
revenue- no time & no interest

7.
So what is Customer Engagement?
• Critical moments of interaction so customer engagement is
every employee’s responsibility
• Marketing has been best point of orchestration
• By all possible means -employees motivate customers to
invest into an ongoing relationship with the product or brand
Can marketing alone understand digital channels, cope
with volume, nature, velocity of the content?

12.
Order Entry Portals
Current customers enabled to order online on their time
• Portal has printable product specifications
• History of orders & consignment inventory
• Printable invoices, shipment tracking
• Chat function as needed
Eliminates need to call customer service during business
hours
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14.
Partnering on Content
• Affordable Care Act is shifting the way healthcare is provided
• Sales driven organizations are in denial- still believe the 1:1
relationship drives the revenue
• Marketing driven companies are waking up to the reality of
controlled and limited HCP interaction
• Critical that organizations embrace Intelligent Content
management as a cornerstone for success
• At a minimum- content teams must be integrated into
product commercialization
• Ideally a Chief Content Officer is on the senior executive
team
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